The paper presents the concept of a presumer and the factors which determine this particular type of consumer activity on contemporary markets in the context of the development of emotional marketing. The first part of the paper presents significant changes in the contemporary form of company-consumer communication, which are based on the use of new forms of customer involvement. Traditional methods of communication between an organisation and its market environment evolve towards individual experiences. This is inevitable due to both the new communication possibilities (technological aspect) and the evolving needs of target groups (emotional aspect). The following part of the study outlines the concept of a prosumer and a presumer and attempts to provide a synthesis of the factors that determine the emergence of new consumer attitudes.